Aristocrat Digital becomes Pixel United

Aristocrat has reported that Pixel United's distinctive visual identity pays tribute to the amazing teams at Product Madness (UK), Plarium (Israel) and Big Fish (US). In addition, the rebrand reflects the vision of becoming the world's largest mobile games business, as part of Aristocrat's diversified and growing operations.

We should mention that Pixel United, based in London, already has one of the world's most diverse and best performing free-to-play games portfolios. Also, has established its position as an industry-leader in mobile-first games development and publishing, with a strong record of organic growth and portfolio expansion across multiple genres.

Commenting on the rebrand, Michael Lang, CEO of Pixel United, recalled that Aristocrat's mobile games businesses generated a record $ 1.8 billion in revenue in 2021.

In this sense, he underlines that "As demand for our games continues to rise, we are stepping up our efforts as industry leaders, embracing a new name and business-to-business brand that will allow us to capture our opportunities fully".

On the other hand, Aristocrat Group CEO & Managing Director, Trevor Croker, said: “Aristocrat's mobile-first games business will continue to be a vital part of our Group's diverse and growing operations, playing a key role in delivering our shared mission to 'bring joy to life through the power of play”.

More information at: http://www.pixelunited.com

Below, we share an animation of the new Aristocrat brand